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Structured Data 
None / Some / All 
Prepared by: 
Paul Kahn – Experience Design Director 
October, 2014 
Media Lab, Aalto University 
Helsinki, Finland
Paul Kahn | 2 
1995-2012 = Gazillions of Websites 
Our design problem was an evolution of visual literacy 
— Readers were trained to find information in printed 
books/magazines/newspapers 
— Digital publications lack physical context 
— Location and scope of information was invisible
Paul Kahn | 3 
Clients = Publishers Users = Readers 
Our Design Task was to connect Readers to Content 
— Adapt graphic language – type, color, image – from the page 
to the screen 
— Create navigation systems that help users understand what 
they can find on a website 
— Communicate the structure of content in flexible repeatable 
units
2012=Massive Pattern of Nodes
2012=Nodes with Geo Context
Paul Kahn | 6 
Today Users are 
— Convinced they can find what they want 
“on the Internet” 
— Producing & managing dematerialized content: photos, 
videos, music, email, compound documents 
— Creators & consumers with storage/creation and 
retrieval/consumption needs 
— Looking for something all the time
Paul Kahn | 7 
Today Users want to 
— Record, share, publish 
— Be convinced, amused, in control 
— Find, sort, sift and copy 
— Mix, reorder and arrange 
They don’t explicitly know what metadata is (in most cases) 
They are solving problems by implicitly manipulating metadata
Paul Kahn | 8 
Today’s IA/UX Problem 
Every IA/UX problem is a Metadata Continuum 
No Structure Leaping into a Vacuum Raw 
Some Structure Stepping into a Marsh Eatable 
Complete Structure Traversing a Field Cooked
Paul Kahn | 9 
Structured Data Value Proposition 
— People want to find things, they don’t want to “learn” how to 
find things 
— People understand how to use Structured Data 
— No one wants to create Structured Data 
— It is our task to leverage the Structured Data people already 
understand
Paul Kahn | 10 
Unstructured Data 
Data Vacuum: 
no metadata has been added to items 
Even Data Vacuums include content & context 
The 50-year-old Information Retrieval / 
Library Science trade-off: 
• Precision: finding only what you are looking for 
• Recall: not missing anything that might contain what 
you are looking for
Paul Kahn | 11 
Data with no structure: Names 
— A character-string a person, place or thing is known by 
— People have many names: professional names, familiar 
names, legal names 
— Places and things have many names in different languages 
— As data, a name presents a major problem: 
it is not unique 
— For example: “paul kahn”
Paul Kahn | 12 
There are many “paul kahn”s 
Paul W. 
Kahn, author 
and Law 
Professor at 
Yale 
University, 
New Haven CT 
Dr. Paul 
Kahn, 
Urologist in 
Plantation FL 
Paul Kahn, 
General 
Partner at 
Himalaya 
Capital 
Ventures, 
Silicon Valley, 
CA 
Roshi Paul 
Genki Kahn 
Spiritual 
Director of 
Zen Garland 
in Wyckoff, NJ 
Paul Kahn 
President of 
Airbus Group 
in the UK
Paul Kahn | 13 
What are most people searching for?
Paul Kahn | 14 
Who is searching?
Paul Kahn | 15 
Use algorithms to surface what users might want to 
see (and what we want them to see)
Paul Kahn | 16 
Cut to the chase
Paul Kahn | 17 
Where did I put that document? 
The tools we use: 
— Personal Memory 
— Folder names 
— Desktop search 
What kinds of structure can we present?
Implicit metadata: 
— Document type 
— File name 
— Document content
Paul Kahn | 19 
Semi-Structured Data 
Data Marsh: some metadata without predefined language 
or requirements 
— Tagging : users add uncontrolled keywords 
— Profile: users intentionally add metadata about themselves 
— Time / Location stamps: where and when 
— Tracking: users unintentionally add metadata about 
themselves as interactions are tracked
Paul Kahn | 20 
Aggregation/Reproduction Sites 
— Sites and application that aggregate user-provided 
content 
Slideshare / YouTube / Vimeo / SoundCloud / Flickr 
— Sites where users create and republish content to 
social networks 
LinkedIn / Facebook / Twitter / Instagram
Paul Kahn | 21 
Explicit 
metadata: 
— tags
Paul Kahn | 22 
Implicit 
metadata: 
— Related
Paul Kahn | 23 
Explicit 
metadata: 
— Views 
— Likes 
— Description
Paul Kahn | 24 
Explicit 
metadata: 
— Statistics 
— Description
Paul Kahn | 25
Paul Kahn | 26
Paul Kahn | 27 
Structured Data 
Data Fields: where metadata has been explicitly added to 
items according to an agreed-upon standard 
— The Content is made to fit a pre-defined structure 
— The required parts of the structure are completed 
— Each metadata dimension qualifies and reinforces the 
meaning of the content 
— Many kinds of relationships can be harvested
Paul Kahn | 28 
Item with Facets
Paul Kahn | 29
Paul Kahn | 30
Paul Kahn | 31
Paul Kahn | 32 
Profile metadata 
— Flickr 
— LinkedIn 
— Facebook 
— Amazon
Paul Kahn | 33 
Profile metadata 
— Flickr 
— LinkedIn 
— Facebook 
— Amazon
Paul Kahn | 34 
Profile metadata 
— Flickr 
— LinkedIn 
— Facebook 
— Amazon
Paul Kahn | 35 
Transaction metadata 
— Flickr 
— LinkedIn 
— Facebook 
— Amazon
Paul Kahn | 36 
— Amazon 
Profile metadata 
Transaction metadata
Paul Kahn | 37 
Combining user + content metadata 
— YouTube 
— Netflix 
— LinkedIn 
— Spotify
Paul Kahn | 38
Paul Kahn | 39
Paul Kahn | 40
Paul Kahn | 41
Paul Kahn | 42 
Contact Information 
Paul Kahn 
Experience Design Director 
pkahn@madpow.com 
Mad*Pow 
Portsmouth | Boston | Louisville 
www.madpow.com

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Structured Data

  • 1. Structured Data None / Some / All Prepared by: Paul Kahn – Experience Design Director October, 2014 Media Lab, Aalto University Helsinki, Finland
  • 2. Paul Kahn | 2 1995-2012 = Gazillions of Websites Our design problem was an evolution of visual literacy — Readers were trained to find information in printed books/magazines/newspapers — Digital publications lack physical context — Location and scope of information was invisible
  • 3. Paul Kahn | 3 Clients = Publishers Users = Readers Our Design Task was to connect Readers to Content — Adapt graphic language – type, color, image – from the page to the screen — Create navigation systems that help users understand what they can find on a website — Communicate the structure of content in flexible repeatable units
  • 6. Paul Kahn | 6 Today Users are — Convinced they can find what they want “on the Internet” — Producing & managing dematerialized content: photos, videos, music, email, compound documents — Creators & consumers with storage/creation and retrieval/consumption needs — Looking for something all the time
  • 7. Paul Kahn | 7 Today Users want to — Record, share, publish — Be convinced, amused, in control — Find, sort, sift and copy — Mix, reorder and arrange They don’t explicitly know what metadata is (in most cases) They are solving problems by implicitly manipulating metadata
  • 8. Paul Kahn | 8 Today’s IA/UX Problem Every IA/UX problem is a Metadata Continuum No Structure Leaping into a Vacuum Raw Some Structure Stepping into a Marsh Eatable Complete Structure Traversing a Field Cooked
  • 9. Paul Kahn | 9 Structured Data Value Proposition — People want to find things, they don’t want to “learn” how to find things — People understand how to use Structured Data — No one wants to create Structured Data — It is our task to leverage the Structured Data people already understand
  • 10. Paul Kahn | 10 Unstructured Data Data Vacuum: no metadata has been added to items Even Data Vacuums include content & context The 50-year-old Information Retrieval / Library Science trade-off: • Precision: finding only what you are looking for • Recall: not missing anything that might contain what you are looking for
  • 11. Paul Kahn | 11 Data with no structure: Names — A character-string a person, place or thing is known by — People have many names: professional names, familiar names, legal names — Places and things have many names in different languages — As data, a name presents a major problem: it is not unique — For example: “paul kahn”
  • 12. Paul Kahn | 12 There are many “paul kahn”s Paul W. Kahn, author and Law Professor at Yale University, New Haven CT Dr. Paul Kahn, Urologist in Plantation FL Paul Kahn, General Partner at Himalaya Capital Ventures, Silicon Valley, CA Roshi Paul Genki Kahn Spiritual Director of Zen Garland in Wyckoff, NJ Paul Kahn President of Airbus Group in the UK
  • 13. Paul Kahn | 13 What are most people searching for?
  • 14. Paul Kahn | 14 Who is searching?
  • 15. Paul Kahn | 15 Use algorithms to surface what users might want to see (and what we want them to see)
  • 16. Paul Kahn | 16 Cut to the chase
  • 17. Paul Kahn | 17 Where did I put that document? The tools we use: — Personal Memory — Folder names — Desktop search What kinds of structure can we present?
  • 18. Implicit metadata: — Document type — File name — Document content
  • 19. Paul Kahn | 19 Semi-Structured Data Data Marsh: some metadata without predefined language or requirements — Tagging : users add uncontrolled keywords — Profile: users intentionally add metadata about themselves — Time / Location stamps: where and when — Tracking: users unintentionally add metadata about themselves as interactions are tracked
  • 20. Paul Kahn | 20 Aggregation/Reproduction Sites — Sites and application that aggregate user-provided content Slideshare / YouTube / Vimeo / SoundCloud / Flickr — Sites where users create and republish content to social networks LinkedIn / Facebook / Twitter / Instagram
  • 21. Paul Kahn | 21 Explicit metadata: — tags
  • 22. Paul Kahn | 22 Implicit metadata: — Related
  • 23. Paul Kahn | 23 Explicit metadata: — Views — Likes — Description
  • 24. Paul Kahn | 24 Explicit metadata: — Statistics — Description
  • 27. Paul Kahn | 27 Structured Data Data Fields: where metadata has been explicitly added to items according to an agreed-upon standard — The Content is made to fit a pre-defined structure — The required parts of the structure are completed — Each metadata dimension qualifies and reinforces the meaning of the content — Many kinds of relationships can be harvested
  • 28. Paul Kahn | 28 Item with Facets
  • 32. Paul Kahn | 32 Profile metadata — Flickr — LinkedIn — Facebook — Amazon
  • 33. Paul Kahn | 33 Profile metadata — Flickr — LinkedIn — Facebook — Amazon
  • 34. Paul Kahn | 34 Profile metadata — Flickr — LinkedIn — Facebook — Amazon
  • 35. Paul Kahn | 35 Transaction metadata — Flickr — LinkedIn — Facebook — Amazon
  • 36. Paul Kahn | 36 — Amazon Profile metadata Transaction metadata
  • 37. Paul Kahn | 37 Combining user + content metadata — YouTube — Netflix — LinkedIn — Spotify
  • 42. Paul Kahn | 42 Contact Information Paul Kahn Experience Design Director pkahn@madpow.com Mad*Pow Portsmouth | Boston | Louisville www.madpow.com